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| Latest news from Tourism New Zealand | 27 March 2018 | | |
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| | Tourism New Zealand has an important role to play in shaping and shifting tourism demand. We do this by encouraging people to visit in the spring and autumn and to incorporate multiple regions into their travel plans. Making this happen requires an integrated mix of direct-to-consumer and trade marketing activity that influences visitor decisions and behaviour. Being able to affect regional and seasonal shift is a challenge that tourism boards around the globe have in common.
With the peak summer season now over we are able look at visitor data and see if the work we are doing is having an impact. It's pleasing to see that spring growth (7.1%) continues to out-perform summer growth (6.4%). We invest 100 percent of our marketing budget into promoting shoulder season arrivals and the data suggests that this is paying off. You can read more about the latest visitor data below.
Supporting regional growth is also high on our agenda. We recently worked with several regions taking Japanese television programme, Tabi Salada, to Wellington, Marlborough, Rotorua, Bay of Plenty, Christchurch, Franz Josef, Queenstown and Glenorchy. The resulting episodes showcased these regions to over 20 million people, generating a whopping $4.5 million in equivalent advertising value. (Read more about this below.) Harnessing the power of social influencers is also a great way to showcase our regions and is something we do regularly in our target markets with solid results. Although not a Tourism New Zealand initiative, it was fantastic to see Northland on show last week during the visit by influential former US President Barack Obama. His positive experience and memories will no doubt contribute to Northland, and New Zealand's, popularity amongst American visitors.  | | I hope you have a great week and enjoy the updates provided from us in this newsletter. Ngā mihi, | Stephen England-Hall Chief Executive, Tourism New Zealand | | | | | | | |
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|  Spring growth outshines summer Work to encourage visitors in the shoulder season results in spring visitor growth outperforming summer visitor growth. | | | | |  New Zealand the ultimate winter destination New campaign put together by the ski industry, regional tourism organisations, airports and TNZ postions New Zealand as a winter destination. | | | | |  | NZ on the menu in Japan Orders for trips to New Zealand are on the increase after 20 million Japanese TV viewers saw the Tabi Salada New Zealand special. | | | | |  | Fore! Golf report out Golf tourism is booming according to the latest Golf Tourism New Zealand Progress Report. | | | | | | |
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| Registrations open for Kiwi Link India 2018 Registrations are now open for Kiwi Link India and Bengaluru and New Delhi Frontline Training 2018. Kiwi Link India provides a unique opportunity for representatives of the New Zealand tourism industry to educate and establish business relationships with key travel sellers from India. Bengaluru and New Delhi Frontline Training 2018 is an optional add-on event for representatives of the New Zealand tourism industry to educate and establish business relationships with key frontline travel agents from Bengaluru and New Delhi. | | | | | | |
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